The basis is very simple. Unlike the scatter gun approach of traditional media, digital enables you to reach the very heart of the people likely to become your customers. It’s measureable, precise and very effective.

It’s all about two words, ‘Precision targeting’.

And that means very little waste when compared with traditional media.

Google AdWords is a great place to start. AdWords helps you to connect with potential customers in the right place and at the right time, by placing relevant messages on Google search results pages.

The impact can be phenomenal. For example a campaign by Nationwide Insurance had three objectives. Acquire new customers, direct users to agent locations and reinforce their brand. They achieved a 73% increase in their click through rate and a 60% increase in conversions on their branded campaigns.

As a result they now know precisely which branded keywords work best and now have a better understanding of what users were seeking when they searched for the brand.

So, ask yourself these two questions:

Why do customers make contact with my business?

Do I know the cost per enquiry and conversion for each customer?

And should there be any doubt in your mind, whatsoever, about arriving at an answer then let me explain and show you the positive impact that digital marketing will have upon your business.

It’s probably because some of the basic criteria, communicated by your organisation, have been overlooked.

Frederick Herzberg was an American psychologist, one of the most influential names in business management.

He is most famous for introducing ‘Job Enrichment’ and the ‘Motivator – Hygiene theory’. His 1968 publication, ‘One More Time-How Do You Motivate Employees?’ sold 1.2 million reprints and was the most requested article from the Harvard Business Review at the time.

Although his work mainly relates to employees and staff motivation, the same principals can still be successfully applied today, to customers and suppliers.

Herzberg believed that businesses had to meet a series of fundamentals in order for customers to do business with them. He called these Hygiene factors and examples might be; location, brand, size, accreditations, telephone handling, customer contact, delivery trust, turnover, track record of success, financial reserves.

Meeting these criteria, which are specific to each customer, gets you an invitation to the party. However you still have to compete to win the business, regardless of how good your product or service is.

Simply put, fail to meet these Hygiene factors, and no amount of product benefits will work to convert these prospects to customers. A good example of how a Hygiene factor influences customers, was the effect upon financial institutions when they moved towards cheaper offshore call centres; they lost customers in droves.

Have a think about organisations that you know, yet wouldn’t dream of working with. You will inevitably unearth the Hygiene factors that they are failing to meet, when you think about why you feel that way.

That’s why it’s essential when you are exploring your organisation’s ‘Unique Selling Proposition’ (USP), that you make sure possible Hygiene factors are met first. Otherwise it doesn’t matter what the benefits of your service or product are, you will never, according to Herzberg’s theory, attract customers to buy.

And that means you are wasting marketing budget and effort and letting your competitors erode your market.

Business doesn’t have to be complicated. In fact the basics are very simple, so keep it that way, why complicate things. It’s all about keeping it simple and on track – that’s the challenge most of us face.

So, my 5 Mantra’s for 2011 would be:

– Create a business plan and work it (and it might just be one page)
– Remember, cash flow is king
– Profitability rather than the vanity of turnover should be the goal
– From day one, have an exit route that leverages on what you are doing
– If you don’t love your business, do something else.

If you can manage to do all that you won’t go far wrong.

And if it’s a struggle, executive coaching is a great way to gain clarity, objectivity and focus.

Grants are available now, to organisations with fewer than 250 employees based in the EEDA area, to address a wide range of business needs.

The aim is to support organisations who have identified a critical need get in to shape and beat their competition.

This programme, which gives access to up to 50% of the cost of the training (from £100, up to £5,000) is running now. It’s being delivered across 10 sectors, which have been identified as key economic drivers, in the East of England.

If your business in these sectors – you could be eligible:

Automotive and High-Tech manufacture

Creative Sector

Financial Services

Food and Drink Processing

Life Sciences and Healthcare

Low Carbon and Sustainable Technologies

Social Enterprise

Sustainable Communities and the Built Environment

Tourism and Olympics 2012

Transport Gateways.

I can help you:

Identify the business area where you will get the most benefit

Scope the content and KPI’s of the training required to help you succeed

Provide guidance to apply for the funding

Deliver a training programme to achieve the goals you wish to achieve.

If you want to equip your business with new skills to succeed, call me on 07971 006 446 or email jonathan@fcgconsultancy.co.uk